New Rolls-Royce Phan­tom im­presses

Muscat Daily - - AUTO NEWS -

From the mo­ment Sir Henry Royce in­tro­duced the Roll­sRoyce Phan­tom in 1925, it was judged ‘The Best Car in the World’ by the cognoscenti. As a re­sult, it has con­veyed some of the world’s most in­flu­en­tial and pow­er­ful men and women to the most defin­ing his­tor­i­cal mo­ments over the last 92 years.

Every new Phan­tom that has sub­se­quently ap­peared has suc­cess­fully re­tained the ti­tle of ‘Best Car in the World’ as a re­sult of Rolls-Royce’s tire­less pur­suit of per­fec­tion, vi­sion­ary en­gi­neer­ing, aes­thetic acu­ity and deep un­der­stand­ing of what the world’s lead­ing lux­ury item should be. Quite sim­ply, Roll­sRoyce has in­no­vated for al­most a cen­tury to set the bench­mark and sat­isfy the most dis­cern­ing lux­ury pa­trons.

A new bench­mark will be set as the new Phan­tom - the eighth gen­er­a­tion of this great name­plate - ar­rives. Not sat­is­fied with sim­ply launch­ing a mo­tor car that is a wholly con­tem­po­rary de­sign in­ter­pre­ta­tion of the Phan­tom DNA and a tech­no­log­i­cal tour de force, Rolls-Royce has rev­o­lu­tionised the lux­ury car in­dus­try it­self by shift­ing away from the sta­tus quo of shared plat­forms to an en­tirely new lux­ury busi­ness model.

As the next chap­ter in the Rolls-Royce story opens, the new Rolls-Royce Phan­tom points the way for­ward for the global lux­ury in­dus­try.

Peter Sch­warzen­bauer, chair­man of Rolls-Royce and mem­ber of the Board of the BMW Group, said, “The global in­tro­duc­tion of a new Rolls-Royce is al­ways a very spe­cial mo­ment within the BMW Group. This par­tic­u­lar oc­ca­sion is all the more spe­cial be­cause we are in­tro­duc­ing an all-new Phan­tom, the flag­ship of the Rolls-Royce brand and the world’s fore­most lux­ury prod­uct. It is a pow­er­ful state­ment of de­sign, en­gi­neer­ing and be­spoke ex­per­tise and I am de­lighted with the re­sponse we have re­ceived from our many highly dis­cern­ing cus­tomers world­wide. The BMW Group re­mains fully com­mit­ted to the fu­ture of Roll­sRoyce Mo­tor Cars and is proud of the many achieve­ments made by the brand since its ac­qui­si­tion.”

Ge­n­e­sis of new Phan­tom

Quite con­trary to how other so­called lux­ury man­u­fac­tur­ers are try­ing to re­alise economies of scale by shar­ing plat­forms with mass mar­ket man­u­fac­tur­ers, Rolls-Royce con­cluded that the fu­ture of true lux­ury lies in true small-vol­ume man­u­fac­ture of a ded­i­cated ‘Ar­chi­tec­ture of Lux­ury’.

Torsten Müller-Ötvös, chief ex­ec­u­tive of­fi­cer of Rolls-Royce Mo­tor Cars, said, “This re­al­i­sa­tion was a mo­ment of clar­ity about the des­tiny of Rolls-Royce. Every one of our cus­tomers - each a con­nois­seur of lux­ury in the ex­treme - were ask­ing for some­thing more in­di­vid­ual to them, not less. We were adamant that this was what they should have.”

Philip Koehn, di­rec­tor of En­gi­neer­ing, said, “Key to Roll­sRoyce re­al­is­ing its vi­sion of be­ing the world’s lead­ing lux­ury brand, to­day and in the fu­ture is an ar­chi­tec­ture that spans the en­tire Rolls-Royce fam­ily. The Ar­chi­tec­ture of Lux­ury will carry every fu­ture Rolls-Royce, not just the new Phan­tom. Project Cullinan and even­tu­ally the next Ghost, Wraith, Dawn will ride on this ar- chi­tec­ture as well as fu­ture coach­build projects.”

Giles Tay­lor, di­rec­tor of De­sign, said, “Phan­tom VII’s space­frame ar­chi­tec­ture was a good start­ing point and in­spi­ra­tion, but we wanted to do much more. The Ar­chi­tec­ture of Lux­ury gives me the can­vas to pro­tect the lin­eage and brand in­tegrity of Roll­sRoyce with­out com­pro­mise. Start­ing with the new Phan­tom, I have the frame­work to cre­ate a fu­ture range of true Rolls-Royces. In essence, this is one big coach­build project.”

Koehn added, “Our ap­proach has been to forge long-term re­la­tion­ships with smaller sup­pli­ers run by fam­i­lies that will fo­cus on us, giv­ing us much more at­ten­tion and there­fore re­sults that live within a qual­ity ex­pec­ta­tion far be­yond any other au­to­mo­tive con­cern. For a brand to op­er­ate in such a man­ner within a larger au­to­mo­tive group is un­heard of and truly rev­o­lu­tion­ary.”

What is the Ar­chi­tec­ture of Lux­ury?

The Ar­chi­tec­ture of Lux­ury is an all-alu­minium space­frame ar­chi­tec­ture de­signed by Rolls-Royce en­gi­neers that will un­der­pin every fu­ture Rolls-Royce be­gin­ning with the new Phan­tom. As such, no fu­ture Rolls-Royce will be of mono­coque con­struc­tion as used by mass man­u­fac­tur­ers and some mass lux­ury brands.

It is a truly rev­o­lu­tion­ary ap­proach for the mo­tor in­dus­try, and one that is in­formed by Rolls-Royce’s stand­ing as a lux­ury house in the busi­ness of cars. Whilst the ma­jor­ity of so-called lux­ury man­u­fac­tur­ers are lim­ited to shar­ing in­di­vid­ual plat­forms in a spe­cific sec­tor with mass brands for say their SUV or GT of­fer­ings, thereby in­tro­duc­ing un­ac­cept­able com­pro­mise, Rolls-Royce will be un­com­pro­mis­ing in only us­ing its own ar­chi­tec­ture across all its mo­tor cars, what­ever the sec­tor.

It has been de­signed and engi­neered from the ground up in such a way as to be scal­able to the size and weight re­quire­ments of dif­fer­ent fu­ture Rolls-Royce mod­els, in­clud­ing those with dif­fer­ent propul­sion, trac­tion and con­trol sys­tems, thus un­der­pin­ning the long-term fu­ture prod­uct roadmap.

The Ar­chi­tec­ture of Lux­ury, ‘The Gallery’, The Em­brace, The Art of Move­ment, the best pos­si­ble ma­te­ri­als in the world and peer­less Rolls-Royce de­sign and en­gi­neer­ing; the New Roll­sRoyce Phan­tom re­sets the bench­mark not only as ‘the Best Car in the World’, but as the world’s lead­ing lux­ury item.

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